Samsung Ensurance ‘Bridge of Life’

Self-harm is the leading cause of death of people 15 to 49 throughout the developed world, surpassing all cancer and heart disease. It’s hard to believe and hard to imagine how a piece of brand content could do anything about it. And maybe Samsung’s “Bridge of Life” won’t help. But it’s a great, earnest ambition from a brand to tackle the subject. The campaign saw Samsung Life Insurance and Cheil Worldwide installing a series of lights and messages (written under the guidance of psych and suicide-prevention professionals) along Seoul’s Mapo Bridge, a site of many of the city’s suicides and suicide attempts.